Ever wondered why some things become popular, and other don't? Why some products become hits while others flop? Why some ideas take off while others languish? What are the key ideas behind viral marketing? This course explains how things catch on and helps you apply these ideas to be more effective at marketing your ideas, brands, or products. You'll learn how to make ideas stick, how to increase your influence, how to generate more word of mouth, and how to use the power of social networks to spread information and influence. Drawing on principles from his best-selling book, "Contagious: Why Things Catch On," Professor Jonah Berger illustrates successful strategies for you to use buzz to create virality so that your campaigns become more shareable on social media and elsewhere. By the end of this course, you'll have a better understanding of how to craft contagious content, build stickier messages, and get any product, idea, or behavior to catch on.

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RC

Pleasant tone, many tangible illustrations that bring the theory to life. Well-balanced pace. Could be complemented by a practical exercise - but perfect for working professionals who have less time.

VP

May 02, 2018

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Very useful course. I had already read the whole book "Contagious" so it helped me a lot before actually starting this online course. The material is very intersting and filled with useful insights.

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What Makes Ideas Sticky?

In this module, you'll start to learn what makes products, ideas, and behaviors contagious; in other words, why they catch on. You'll explore the science behind why some things become popular while others fail. You'll also discover the key principles, or six SUCCESs” factors that make messages stick. Finally, you'll learn how to make any idea more memorable, whether it’s a pitch to your boss or a lesson you want students to remember.

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Jonah Berger

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We've talked about how to make idea simple, unexpected, concrete, and credible. And now to fill out the rest of the success framework we'll talk about how to create emotional stories. And with emotion the key is how can we get people to care? Not only to listen to what we are saying but really care what we're saying. The more they care what we're saying, the more they personally involve themselves in the message, the more we invoke emotions, the more likely they will be to remember what we said. So let me show you a famous old example of a message that got people to care about a presidential election. It's an oldie but goodie but check it out. [SOUND] >> One, two, three, four, five, seven, six, six, eight, nine, nine. >> Ten, nine, eight, seven, six, five, four, three, two, one, zero. [SOUND] >> These are the stakes. To make a world in which all of God's children can live, or to go into the dark. We must either love each other or we must die. >> Vote for President Johnson on November 3rd, the stakes are too high for you to stay home. >> Pretty shocking stuff, right. Today, in today's day and age, I don't think we'd use something so emotional as a presidential candidate. But at the time when we were worried about nuclear war, it was something that was on everyone's mind. And by playing on emotion and linking that terrible thing, nuclear war, to our children, it got people to care more about the election and to turn out and vote. Here's a more recent example, a more positive example, about getting people excited. >> Hey. I'm not a lumberjack or a fur trader, and I don't live in an igloo or eat blubber or own a dogsled. And I don't know Jimmy, Sally, or Suzy from Canada, although I'm certain they're really, really nice. I have a Prime Minister, not a President. I speak English and French, not American. And I pronounce it about, not a boot. I can proudly sew my country's flag on my backpack. I believe in peacekeeping, not policing. Diversity, not assimilation. And that the beaver is a truly proud and noble animal. A duke is a hat. A chesterfield is a couch. And it is pronounced Zed. Not z, Zed. Canada is the second largest land mass, the first nation of hockey, and the best part of North America. My name is Joe, and I am Canadian. Thank you. >> Also pretty engaging, right? I don't know what you wanna do next, but I wanna do something Canadian. Maybe I want to reach for a Molson beer, or go out and do something else to participate in that emotion. We all feel that swell of positive emotion as we watch that message. We hear the music build. And because of that, we become more engaged in the content. We pay more attention to it, we engage in more processing, and we're more likely to remember it later on. And so when thinking about building emotion, we need to think about how to be concrete, as we talked about before, rather than abstract. Think about the IRS, for example. In the United States, the IRS collects taxes. And so they often say something like well, the IRS collects money to help our nation accomplish the things it wants to accomplish, or it needs to accomplish. Now that's true, but it's not very emotional. It doesn't make us care about the IRS. What about instead I said the following message? The IRS collects money to build roads, preserve National Parks, feed the poor, and defend our nation. Now it doesn't make you want to probably give up all your money to the IRS, but it makes you care a little bit more about what they're doing. Or imagine a brand like Marriott. Marriott in their mission statement says, we deliver the highest quality service to our guests. Again, that's true. But it's neither very concrete nor emotional. What if instead we said the following, at Marriott our duty is to help people away from home feel like they are among friends and really wanted. Now think about that, again it tugs on your heartstrings a little bit more. And you think about the last viral video you shared or the last story you passed on, it's likely it had an emotional component. The more it pulls us in and plays in our heartstrings, the more likely we are to care and remember what they had to say. And so as we apply that idea of emotion, think first about which emotion you want to get people to feel. Do you want to feel angry, anxious, surprised, excited? Think about how you play on that emotion when you're designing your story or message. And to help you do that, there's a useful tool called the three whys. Very simply, ask why again and again and again till you hit something core. So sometimes we come up with the message or idea. You might say, well why do people use Google search? The answer might be because people wanna find information. Now imagine you just stop there, cuz people wanna find information. That's true, that's accurate, but it's not very emotional. To get to an emotional core, ask why again. Why do they want to find emotion. Well because they want to accomplish something. Well, ask why a third time, why do they want to accomplish that thing? Well, they want to connect with others, make their lives better, and be with their friends and family members more easily and more often. Suddenly, now we've gotten something much more emotional. Sure, it's not the most emotional thing ever, we only spent a couple of seconds thinking about it. But by asking those three whys we begin to think about a more emotional way to convey a message. If you want someone to remember what you have to say, don't just communicate information, pull on their heart strings. Evoke emotion, use those three whys, get them to care, and they'll be more likely to remember.